fy15-fy16 marketing update
TRANSCRIPT
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Member of the Minnesota State Colleges and Universities System. Equal Opportunity Educator and Employer. To receive this information in an alternative format, call 763-493-0555 (Voice) or via the Minnesota Relay at 1-800-627-3529.
Marketing Update July 24, 2015
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FY15 Review
• Collaborated with Admissions on strategy, messaging • Implemented new media partner, strategy, and added outdoor boards • Increased applications for Fall14 (13%), Spring15 (6%) • Collaborated with College on Fall15 registration campaign for 11%+ • Developed web analytics, and online application conversion tracking • Increased Facebook likes 328% over last year • Shared advertising campaigns, analytics with College • Developed first phase of brand toolkit • Collaborated with deans on program marketing guidelines • Launched Latino advertising campaign • Created 13 program videos
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What are we doing to help drive Fall15 enrollment?
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Fall15 Enrollment Campaign (Oct – Nov 2014)
Media • Direct mail / email / outdoor / bus / cable TV / radio / digital / print
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Fall15 Enrollment Campaign (Mar – April 2015)
Media • Direct mail / outdoor / bus / cable TV / radio / digital / print
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Fall15 Enrollment Campaign - Retention (May - June 2015)
Media • Direct mail / flier / computer wallpaper / poster / faculty toolkit
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Fall15 Enrollment Campaign (May - June 2015)
Media • Direct mail / outdoor / bus / cable TV / radio / digital / print
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Fall15 Enrollment Campaign (May - June 2015)
Media • Direct mail / outdoor / bus / cable TV / radio / digital / print
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Fall15 Enrollment Campaign (July 2015)
Media • Direct mail / outdoor / bus / radio / digital
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Fall15 Enrollment Campaign (August 2015)
Media • Outdoor / bus / radio / digital / print
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Fall15 Enrollment – Latino Campaign (June - August 2015)
Media • Outdoor / radio / print
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FY16 Advertising
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FY16 At a Glance
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FY16 At a Glance
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Analytics
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Website Analytics – First Annual Report (January – December 2014)
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Website Analytics – First Annual Report (January – December 2014)
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Website Analytics – First Annual Report (January – December 2014)
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Website Analytics – Q2 2015 (April – June 2015)
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Website Analytics – Q2 2015 (April – June 2015)
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Website Analytics – Q2 2015 (April – June 2015)
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Website Analytics – Q2 2015 (April – June 2015)
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Website Analytics – Q2 2015 (April – June 2015)
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Website Analytics – Q2 2015 (April – June 2015)
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Website Analytics – Q2 2015 (April – June 2015)
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Website Analytics – Q2 2015 (April – June 2015)
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Digital Ad Performance – Q2 2015 (April – June 2015)
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Digital Ad Performance – Q2 2015 (April – June 2015)
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Digital Ad Performance – Q2 2015 (April – June 2015)
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Digital Ad Performance – Q2 2015 (April – June 2015)
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Additional FY16 Initiatives
• Conduct student focus group(s) this fall • Test landing pages • Add program videos to website • Make brand toolkit accessible on SharePoint • Create marketing materials for Latino outreach • Continue to focus on social media